The culture of coffee is from European and the United States. In recent years, the demand of coffee has been increased due to the influence of Westernization. During the last several decades, many overseas coffee shops had entered the domestic market. Uni-President Enterprises Corp. licensed brand “Starbucks,” and it has passed through ten years in Taiwan. Starbucks’ value position is grounded on “the highest grade of coffee,” and have great market share. Now it was challenged by the native brand, especially 85℃. 85℃ was established in 2003 and hope they can have five star products with fair price. In four years, it becomes a very popular coffee chain store and has the highest occupying rate.
EKB model is used as a conceptual frame and the study chooses identified demands, information search and evaluation criteria as a main axle. The characteristics and behaviors of the consumers in each segment are then analyzed and described such that it may help the service providers in choosing their adequate marketing strategy.
The research used the questionnaire survey, and the object is people who have been to Starbucks and 85℃ in Taipei. Totally 385 effective questionnaires are analyzed by Descriptive Statistics Analysis, Factor Analysis, Cluster Analysis, and Pearson Reliability Analysis. The following points are the main discoveries of this research:
1. Starbucks’ consumers can be successfully segmented by lifestyle variable, such as “ Action-leisure Buyer” and “Rational-Fashion Buyer.” The research further shows there existing significant difference between market segmentation in the following variables: age, occupation, and education level. 85℃ also can be segmented by lifestyle variable, “Brand-Consume Buyer”, “Vigor-Fashion Buyer” and “Amiable-Thrifty Buyer”. One of demographic variable exist significant difference, such as average monthly revenue.
2. Purchase decision-making behavior of consumers of Starbucks and 85℃ present positive correlation in three stages. Lifestyle variable and evaluation criteria of both coffee chain stores present partial correlation.
Finally, this research based on the findings proposed the concrete suggestion, and several recommendation for future research and coffee chain stores were advised.